Brand USA has unveiled ‘The Great USA Road Trip – Australia, in Partnership with United Airlines’, bringing the spirit of the American open road to the forefront for Australian travel agents and industry professionals.
Taking place in next month 2025, the three-city roadshow will stop in Perth on 29 July, Adelaide on 30 July and the Gold Coast on 31 July, educating agents on the value, allure and breadth of self-drive road trips and experiences across the USA, from scenic highways to hidden backroad gems. This Brand USA led program is being held in partnership with United Airlines and supported by a diverse array of US DMOs and brands.
With the centenary of the legendary Route 66 approaching in 2026, the launch of this program in Australia is especially fitting as it taps into Australians’ growing passion for both nostalgic and contemporary American road trip adventures. Dubbed America’s ‘Mother Road’, the iconic Route 66 stretches 3,940 kilometres from Chicago, IL, to Santa Monica, CA, traversing eight states. Steeped in history and immortalised in pop culture, it remains a bucket list drive for travellers from around the world.
“As Australians seek more immersive and independent travel experiences, this is a great opportunity to introduce this celebrated global event to the Australian market,” Brand USA’s Senior Director, Global Trade Development (APAC), Suzy Shepard said: “The Great USA Road Trip – Australia will be a journey into the heart of USA road trips, crafted to inspire and empower agents to sell self-drive adventures with confidence.”
Already a proven success in several of Brand USA’s key global markets in the UK & Europe, the program has consistently helped strengthen travel agents’ knowledge of self-drive adventures and how to better advise their clients wanting to take on the open road in the USA.
Road tripping is a popular way for Australians to holiday. Research from Brand USA shows almost half (47 per cent) of Australian travellers considering a visit to the USA in the future indicated they were likely to go on a road trip (Brand USA’s Market Intelligence Survey, August 2024). The survey also indicated that 69 per cent of Australians travelling to the USA wish to visit two or more cities during their trip.
The survey findings demonstrate a strong appetite for multi-destination travel, aligning perfectly with road tripping which is one of the most cost-effective, flexible and immersive methods of exploring multiple US destinations.
“United Airlines is excited to partner with Brand USA in launching The Great USA Road Trip Australia campaign, showcasing some of the most famous routes and scenic roadways across the US, starting in our hometown of Chicago,” said Tim Wallis, regional sales manager for Australia, New Zealand and Tahiti at United Airlines. “United offers customers more nonstop flights from Australia to Continental USA than any other airline. Once in the U.S., customers can connect to more than 200 destinations on United’s network providing travellers with the opportunity to see and experience more of America.”
Each stop will bring together US destination and product partners to engage with local agents, offering informative sessions with experiential activations and an in-depth look at US road trip itineraries.
Event details
- Perth – 29 July 2025
- Adelaide – 30 July 2025
- Gold Coast – 31 July 2025
Free registration will be open to all agents in June 2025. Spaces will be limited.
Travel agents are encouraged to save the dates and register in June to take part in this exclusive opportunity to discover the USA’s open roads, rich culture, and unforgettable landscapes.
